Course Outline
Positioning and AI-Assisted Content Generation
- Establishing academic, institutional, and brand positioning strategies
- Leveraging AI to draft persona-focused content for web, email, and social media
- Utilizing AI tools for editing, quality assurance, and maintaining consistent brand voice
Public Relations and Reputation Management
- Tracking online reputation using AI-powered listening tools
- Proactive PR: Employing AI for media outreach and drafting press materials
- Developing crisis planning and response protocols supported by AI alerts
Digital Marketing Optimization and Analytics
- Applying ML-based clustering for segmentation and targeting
- Conducting A/B testing, uplift modeling, and attribution analytics for campaigns
- Implementing workflows for automated creative testing and budget optimization
Innovation in Educational Products and Services
- Identifying product opportunities through data-driven insights
- Developing microcredentials, blended learning options, and AI-enabled services
- Establishing frameworks for rapid prototyping and pilot evaluation
Enhancing Academic Programs with AI Differentiators
- Integrating AI features into curricula and student services
- Communicating program value through AI-generated evidence and outcomes
- Exploring partnership models with industry sectors and AI vendors
Internal Communication, Change Management, and Digital Culture
- Fostering internal support and buy-in for AI initiatives
- Addressing training, governance, and ethical aspects of AI usage
- Creating roadmaps for building capabilities and adapting roles
Events, Outreach, and Stakeholder Engagement
- Designing academic and outreach events enhanced by AI for logistics and personalization
- Formulating school engagement strategies and relationship mapping using AI insights
- Utilizing analytics to measure event impact and follow-up conversion rates
Capstone: Strategic Plan for an AI-Enabled Marketing Initiative
- Group design session: Defining objectives, tools, KPIs, and rollout strategy
- Presenting the strategic plan and incorporating peer feedback
- Developing an implementation roadmap and identifying quick wins
Conclusion and Next Steps
Requirements
- Foundational knowledge of marketing principles
- Experience with digital platforms is advantageous
- Willingness to embrace AI-driven tools and processes
Target Audience
- Marketing managers within higher education institutions
- Leads in institutional communications and public relations
- Program directors and innovation teams
Testimonials (2)
I had never really used ChatGBT before. I will try to start using it more for projects or for the gathering of information
Hans Heydorn - Shining3D Technology GmbH
Course - ChatGPT for Productivity in Marketing Teams
Able to pivot upon audience suggestions - ie able to create a real AI agent scenario on the spot.
